In general, marketing and sales channels are closely linked to the availability of a product to purchase and how to get it to the customer (retailer, wholesaler, distributor, agents, digital, etc.). These channels can have their divisions and sub-levels, depending on how the structure of each company is configured.
Digital marketing has become another australia telegram phone number list channel for attracting customers. It is not only part of the marketing and sales mix, but it is also the protagonist in many cases.
And it has its own channels, with their own characteristics and specific metrics. In the digital world, channels are much more closely linked to the interaction between a brand and the customer than to the final delivery of the product.
Therefore, knowing these channels and mastering their use is essential to increase the return on investment of your marketing campaigns and also the sale of your products/services.
Find out everything you need to know about digital marketing channels in this article.
Index
What are the main digital marketing channels?
Direct traffic
Organic
Reference
Paid media
Correo electrónico
Social
How do digital marketing channel analytics work?
What are the main digital marketing channels?
Google has a classic definition of digital marketing channels, which has practically become a standard. This definition is actually linked to Google Analytics analysis. So, when we talk about digital marketing channels from Google's perspective, they are the ways in which the customer can interact with you to be directed to your website.
Digital Marketing Channels - Google Analytics
So, we have 6 digital marketing channels. They are:
Direct/organic/referral traffic
Paid media
Correo electrónico
Social
Direct traffic
Direct traffic, as the name suggests, is all traffic directed directly to your website, through your URL. Therefore, when the visitor enters http://www.suaempresa.com.br, we consider it direct traffic.
Here we have the first observation about the importance of your website URL. Brand awareness, i.e. good branding work, will translate into a good result in directly generated traffic. Therefore, having an easy-to-remember URL and good work around your brand will make direct traffic a promising result.
Organic
Organic traffic is a topic we’ve covered a lot here on the blog. Getting found by search engines is one of the most consistent ways to acquire customers.
Therefore, it is necessary to have a coherent keyword strategy. In addition, a good website optimized for SEO , in order to become the answer that the user is looking for in searches. The idea here is to be among the first positions in SERP (Search Engine Results Page), thus obtaining the most clicks.
Google, for example, displays billions of searches every day . To appear on the first page and achieve great organic traffic, planning and consistency in your SEO strategy is necessary.
Reference
Referral traffic is another important piece of SEO work . It occurs when your website link is referenced on another blog or website. The user clicks on this link, being directed to your company or product website.
A good result in referral traffic is directly related to a good result in content generation. If you have quality content, it will naturally be mentioned elsewhere and others will share it.
Paid media
There are several ways to buy media on the web. And it is very important to think about this possibility, as it is a great way to achieve immediate results.
First of all, you can be present on social media not only with your regular posts but also with paid ads. Social media offers excellent advertising platforms, such as Facebook ads. It is a very powerful targeting and outreach tool. There you can also advertise on Instagram.
Other major social networks, such as LinkedIn, also offer excellent advertising tools. Therefore, the most important point to consider is whether your audience is present on these social networks. Therefore, the decision to be there with your product or service will depend on where your customers are located.
With the explosion of online video, consider having a YouTube video strategy. It brings significant results and currently has an astronomical audience, surpassing many television channels .
Another important means of payment is sponsored links. As we already know, Google AdWords is the most widely used search tool and provides very important results for the advertiser.
In addition to sponsored links, Google Adwords and other search tools allow you to place ads not only on search pages. You therefore advertise on Display Networks. In other words, you can place your ads on other websites that are part of Display Networks.
Correo electrónico
Oh correo de propaganda is not dead. In fact, it is more present than ever and is one of the most important channels of digital marketing. I say this because email is a direct channel. It communicates within your prospecto or customer’s computer (or mobile device) and allows you to start a dialogue with your audience.
Some online sales strategies use email marketing as the basis of their marketing campaigns, such as digital product launches.
Social
We already mentioned social media when we talked about paid media. But it is very important to be present on social media, even without advertising on it.
They allow you to be in direct and constant contact with your audience, creating long-lasting relationships and obtaining important information about what your customers think about your brand/service/product.
In Brazil, according to the Somos Sociales Report , there are more than 122 million social media users in Brazil. In other words, you can't not be present on social media.
The whole point of social media is to provide quality content that is engaging and shareable. So, carefully assess your social media audience, find out what their preferences and behaviors are and how your product/service can help them solve their problem.
How do digital marketing channel analytics work?
As we said, Google Analytics has all these channels related to its platform. But it is very important that you relate the Analytics data with the data from social networks. Facebook, for example, has a very complete panel with interaction data, both in ads and in organic publications.
A very interesting and little-known tool is Facebook Analytics. It provides a lot of valuable information about your channels and can be used if you have the Facebook pixel installed on your website. Another good tip is to use digital marketing tools that complement the information from both Google and Facebook.
Here at Vero Contents we use Hubspot, an inbound marketing software that uses Google Analytics data integrated into its platform. The software, which also features an email trigger tool, contributes greatly to data analysis, allowing you to cross-reference information with your lead generation strategy, for example.
With cross-referenced data, you can perform precise and highly assertive analyses of the acquisitions and results of each channel and how each one is performing within its strategy.
And speaking of strategies, one of the most important to work on across all digital marketing channels is internal marketing . It takes into account all channels, in an integrated way, optimizing and maximizing your campaigns, with a total focus on results.
